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Marketing principles in the application of e-commerce

Hughes, Tim


Tim Hughes
Professor in Applied Marketing


E-commerce has been much hyped as a potentially transformational force in many industries, and financial services is an industry where its impact is expected to be particularly strong. In this qualitative research four case studies have been developed, from a series of in-depth interviews, to investigate the way some UK financial services organisations have responded to this innovation. By taking a broad perspective, from a range of managers across a number of disciplines, this study particularly focuses on the application of marketing principles, on an organisation wide basis, to the new challenges presented by e-commerce. E-commerce can be seen to present considerable structural and cultural challenges for large established organisations. It is also potentially changing a number of aspects of customer management. Significant areas for further research are identified. © 2002, MCB UP Limited


Hughes, T. (2002). Marketing principles in the application of e-commerce. Qualitative Market Research: An International Journal, 5(4), 252-260.

Journal Article Type Article
Publication Date Dec 1, 2002
Journal Qualitative Market Research: An International Journal
Print ISSN 1352-2752
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 5
Issue 4
Pages 252-260
Keywords marketing, e-commerce
Public URL
Publisher URL